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But the more book publishers, more magazine publishers, more newspapers, the more video game creators, and textbook companies Apple can pull on board, the more attractive the iPad will become as a one-stop shop for media.

With the new terms, developers will be able to create apps in Flash after Apple publicly restricted the creative tool widely used by the design community.

Apple has plateaued in U.S. smartphone market share in recent months at more than 20% -- it's slowly bleeding percentage points, according to comScore. So getting more apps in the store might be a play to increase iAd inventory when its user base is stagnant. Apple still leads in the app market -- with more than 250,000 apps in the App Store, versus Android's 80,000.

it is not the technique by which they communicate their brand, but the communication itself that connects the brand to the psyche of a consumer. As long as there is a need for an idea, there is a demand for what we do. In other words, we will always be in business as long as we create new ways to communicate brand stories.

Just because you have a venue for a conversation, such as social media, doesn't mean the consumer will have a conversation. We are the conversation makers. We are the ones that think of what to talk about.

Ideas become big when they are in the right place at the right time.

The devices seem to be spurring deeper interest in wine and empowering bolder, more confident selections, they say, potentially revolutionizing the psychology of dining’s most intimidating passage.

Interactive wine lists began appearing at a smattering of restaurants as early as 2001, and leading wine analysts have for several years offered recommendations via smartphone applications. But Apple’s introduction in April of the iPad, which approximates a conventional wine list in size, shape and weight, has substantially accelerated the trend.

“It stuns me, but they seem to trust the device more than they trust me, and these are people I’ve waited on for 10 years.”

Different genres of magazines are having decidedly different starts.

science and tech titles, for example, would probably have more fans among the first iPad owners than, say, a home decor magazine.

"The majority of advertisers who jumped on board in the beginning recognized this wasn't about scale," said Robin Steinberg, senior VP-director of publisher investment and activation at MediaVest USA. "2010 and possibly 2011 are mostly viewed as exploratory years. We are in a laboratory learning as we go. Short term, we are entering these types of initiatives to gain understanding and get exposed on a test-and-learn basis. The question is: Was it at the right price? And moving forward, should it be the same price? Doubtful."

If Apple cut the price of each TV episode in half — to 99 cents, from $1.99 — would sales on iTunes increase enough to offset the price drop?

Separately, Apple has proposed to some networks that the store sell a subscription package of popular TV shows. At a price some reports have set at $30 a month, the subscription service would be a direct threat to entrenched cable and satellite providers.

Pricing is coming up now in part because Apple is keen — some TV executives privately say desperate — to line up content for the iPad, the tablet computer to be available in March.

As soon as people start getting iPads, they’re going to want apps for them

we have very little guidance on how iPad apps should behave

Develop the entire app without using a real iPad

With the release of the iPad, companies with dedicate Apps Powered by PixelMags will be able to offer full-sized, digital versions of their publications, complete with interactive components like video and streaming media, at a fraction of the cost of the hard copy paper versions of their magazines and newspapers. The Apps will be compatible with the iPad, iPhone and iPod Touch.

The iPad could give rise to a new creative self-publishing crowd that could, in turn, become competition for the established publishing industry.

A funny thing happened once the actual SDK was released to the broader development community: small houses and individual programmers delivered the first round of best selling games before the big companies got their products to market.

I suspect the first group to really embrace this will be educators who have created course material that includes audio and video, along with standard text. Authors of how-to books may also embrace video to enhance the learning process. Better yet, authors can take advantage of Apple's distribution power by making each book an app that can be sold through the iBookstore. By doing this, authors bypass publishers altogether.

"Apple wants to be an advertising company, too. Now we have a company that wants to be GE, NBC and Omnicom -- that's mind-boggling."

"If you were a newspaper publisher, you knew where your customer lived," he said. "Steve Jobs is taking that relationship away like [he] did with the music industry. Steve wants a bigger piece of that action: intimacy with the consumer."

Devices are incredibly exciting, he said, but they're also just shiny objects that distract marketers from the real issue: content.